Lewis Hamilton fears Formula 1 has become a "bit outdated" and needs to do more to engage the fans.
Formula 1 has come in for a great deal of stick in recent years, widely criticised by F1 personalities and fans alike for the lack of excitement.
This has led to dwindling audience figures both at race tracks and on television.
However, now under new ownership in Liberty Media, Hamilton is hoping things will change.
"I don't feel Formula 1 is winning, and it hasn't been for a long time. That is to do with rule changes and not engaging the fans enough," the Mercedes driver told BBC Radio 5 Live.
"There still is a great following in Formula 1 and I am excited for the new owners coming in and I hope they do something new.
"Formula 1 is a bit outdated. If you look at other sports, they are further ahead in the entertainment factor. Formula 1 is really catching up and they have a lot of catching up to do."
The Brit added that Liberty Media should consulate the fans as to what exactly it is that they want.
"The first step would be to see what the fans feel they're lacking, what they feel they would want more of," he said.
"I think you'd get a good balance of opinions of people who have been to a grand prix. You'd get a lot of opinions but, a bit like our government, it might go the wrong way."
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